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Madison Avenue Shops SPECIAL ADVERTISING SECTION OF ADVERTISING AGE JUNE 23, 2008 • C1 June 23, 1960 Volume 01 • Number 01 25 Cents a Copy • $3 a Year CHICAGO 11 • Published Weekly at 200 E. Illinois St. • DE 7-5200 With which is incorporated Advertising Agency Magazine, formerly Advertising & Selling NEW YORK 17 630 Third Ave. • YU 6-5050 Copyright, 1960, by Advertising Publications, Inc. THE NATIONAL NEWSPAPER OF MARKETING Second-Best Year Ever... Kennedy-Nixon Race... in the now-infamous series of one- Revolutionary Technology... on-one debates between the two contenders, carried on live prime- ’60 Auto Sales How TV Alters time television for the first time in Sterling Cooper Wins history. Hitting 6.6M, U.S. Elections But also deserving credit was Kodak Projector Account the Kennedy team’s understanding TV Spending Up Kennedy Team’s Use of Medium of television and how to use it— New Agency Team Scores Taylor canceled scheduled pitches Gives Candidate the Advantage both at the debates and in lively, Business Coup; Advertiser from other agencies—including In First Live Prime-Time Debates celebrity-studded television adver - Cancels All Other Pitches hot shop Doyle Dane Bernbach— DETROIT —Despite periodic moans tising that contrasted completely and awarded Sterling Cooper the from Detroit, the result seems to be By Julie Liesse with the Nixon campaign’s ap - NEW YORK —Eastman Kodak Co. business immediately after the the second best automobile year on CHICAGO —The role played by tele - proach. last week awarded its slide projec - meeting. record, somewhere near 6,600,000 vision in the recently completed With 88% of American house - tor business to Sterling Cooper. Kodak decided to break away units in 1960. holds owning a television set— Sterling Cooper’s new leader - from its main agency, J. Walter At the same time, the imports— compared to just 11% in 1950—the ship team, Partner-Creative Direc - Thompson Co., for its new slide which have grown to account for emerging medium now can reach a projector and sought ideas from more than 10% of the market—are S majority of U.S. voters, and clearly several Madison Avenue shops. S E R taking a pasting, except for Volks- P was poised to play a central role in The ad campaign will launch D E T A wagen and Mercedes. I this year’s presidential race. what Kodak says is a revolution - C O DVERTISING GE With forecasts for a downturn S A A was one of ary new technology in slide pro - S in 1961, U.S. automakers are A many voices that encouraged the jectors. Internally dubbed “the picking up the tab of more than Sen. John Kennedy VP Richard Nixon government and the television in - Q&A with Don Draper, Page C4 $80,000,000 for television enter - presidential election may usher in dustry to use the 1960 presidential tainment on the networks in the permanent changes to the way election to establish the medium’s wheel,” the new system offers a 1960-61 season. This figure does American political campaigns are responsibility as a public service removable circular tray for storing not include network national and waged. communication and education ve - slides and dropping them into the regional spot commercials, which Observers agree that Presi - hicle. The three television networks R projection system. Kodak says the E A added another $12,143,000 in dent-elect John F. Kennedy, who agreed eventually to broadcast four B new trays accommodate twice as N I R 1959. won the popular vote in the elec - live presidential debates, represent - A many slides as the company’s cur - Advanced bookings for General tion by a mere 112,000 votes—a ing a total of 19 hours of prime- C rent Cavalcade projectors. The Motors TV in the 1960-61 season margin of just 0.1% over Vice time programming—so that cover - Don Draper new projectors are scheduled to were up in cost and in number of President Richard Nixon—was age was not merely relegated to the tor Don Draper and the agency’s hit the market next year at a price shows. The company has 176 pro - helped significantly by television weekend time slots reserved for new director of client services, of $137 to $180. gram hours scheduled, which will in two ways. programs such as “Meet the Press.” Duck Phillips, presented the Kodak is the nation’s 17th cost $48,466,000. It spent only First were the images presented (Continued on Page C14) agency’s concept to Kodak execu - largest advertiser, with total ad $33,856,000 last season. tives. The idea was so strong that spending of $35.5 million this past While GM has expanded, Ford Kodak’s Joe Harriman and Lynn year. # and Chrysler have lowered their TV budgets. Ford will lay out 1960’s 100 Leading Advertisers... $17,674,340 for 82 hours, where last year it spent $21,676,000. Companies Spend Record $2.6B Chrysler has contracted for 67 pro - gram hours costing $13,020,400 CHICAGO —The 100 largest na - bacco Co. was up 2% (see chart, this year, as against $14,441,000 tional advertisers invested $2.6 bil - Page C10) . S S E last year. R lion in advertising in 1960, up 4% Grocery products are the largest P D E The total on TV for all the T from $2.5 billion in 1959. single product segment repre - A I auto companies stands at about C The perennial leader, General sented, garnering $567,800,000 in O S S $10,000,000 more this year than A Motors, continued to pull away advertising—about a fifth of the last. The first TV debates played an influential role in the election outcome. from the field, riding a record 100 leaders’ total. Second-largest NBC is continuing to get the sales crest and hiking advertising was the $353,000,000 expenditure largest share of the auto TV dollar Last Minute News Flashes to an estimated $168,500,000, up by five auto companies—GM, total—about $44,500,000. ABC 9% from $155,000,000 in 1959. Ford, Chrysler, American Motors will take in $20,728,000, while McCann, Marschalk Create Interpublic Inc. GM was the only auto company and Studebaker-Packard. # CBS will get about $15,173,000. NEW YORK —Interpublic Inc. has been created as the holding com - of Detroit’s Big Three to raise ad Dinah Shore is the highest sin - pany for two wholly owned subsidiaries, McCann-Erickson and expenditures. Next was Procter & Today: The top 100 U.S. advertis - gle figure earner, costing Chevrolet Marschalk & Pratt, it was announced at press time. The brainchild of Mc - Gamble, which boosted expendi - ers increased ad spending in 2006 $13,000,000 for full sponsorship of Cann President Marion Harper, this will allow the company to acquire in - tures 3% to an estimated $127, 000, - by 3.1% to a record $104.8 billion. one hour per week on NBC, but the dependent service agencies to represent competing marketers. Industry 000 from $123,000,000 in 1959. The No. 1 spender was Procter & swing to part-time participation in sources expressed skepticism that this kind of setup is viable. Third was General Foods Corp., Gamble Co., up 6.8% to $4.90 bil - more shows is noted. This has been with $110,000,000, up 7% from lion, followed by AT&T, up 26% particularly encouraged by ABC, Clearasil Account Moves to Sterling Cooper $103,000,000 in 1959. Of the top to about $3.34 billion. The biggest with a lot of new b&w shows in its NEW YORK —Vicks Chemical Co. has tapped Sterling Cooper as ten leaders, only four increased ad - cut came at No. 3 General Motors, portfolio. agency of record for its Clearasil line. The acne treatment had been han - vertising, one held even and five which dropped 19.8% to roughly GM is said to be reaching for dled by Lennen & Newell. Billings were not disclosed. cut back: Ford Motor Co., Lever $3.30 billion. maximum circulation and a wider Bros., General Electric, Colgate- The largest category was auto - spread of entertainment this year, Color TV Has Trebled Effect Over B&W Palmolive Co. and Chrysler Corp. motive, which dropped 5.7% to as contrasted to a former policy of CINCINNATI —Color TV commercials more than treble the impact of b&w Seventh-place American Home $19.8 billion, followed by retail, up buying big-name stars and costly ads, according to a survey. The new study showed that it takes 3,589 b&w Products Corp. remained level, 2% to $19.1 billion, and telecom, specials. # set viewers to get the same commercial impact as 1,000 color set viewers. while No. 10 R.J. Reynolds To - up 9.6% to almost $11 billion. C2 • JUNE 23, 2008 SPECIAL ADVERTISING SECTION OF ADVERTISING AGE Stepping Back to 1960... 60M Americans Smoke... Welcome to the ‘Mad Men’ Issue U.S. Tobacco Companies Mark Record Year A nation-changing election, an evolving agency business model, new medi - By Patricia Riedman ums fighting for consumer attention—maybe things haven’t changed much CHICAGO — Costs of Cigaret Advertising It’s a banner year for Per Carton and Per Million Cigarets Sold since the “Mad Men” era after all. American tobacco companies. Not When Initiative came to us on behalf of Lionsgate to create a retro issue only is 1960 seeing record sales of Brand ‘59 Sales Ad Ad cost Ad cost of ADVERTISING AGE to celebrate the DVD release of the first season of “Mad cigarets in the U.S., but more Amer - (billions) investment per million per carton Men,” we loved the idea of seeing the show, based on the advertising indus - icans are smoking than ever before.
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